For many people, the fridge has become a guessing game. More than half of Brits (56%) admit they’re unsure where different vegetables should be stored, and that uncertainty is coming at a cost. With over two thirds (68%) regularly throwing away produce that has spoiled prematurely, and only a third (33%) feeling they’re storing food correctly, it’s clear the nation is muddling through rather than feeling in control.

And the problem isn’t just down to habits. Sebastian Goff, Brand Marketing Lead at Samsung UK says: “Fridges that don’t maintain a consistent temperature throughout form part of the problem, leaving items at the back prone to freezing while others sit too warm. This inconsistency accelerates spoilage.”

As a result, people feel forced to eat food that’s not fully fresh to avoid waste, with 70% admitting they’ll “give it a go” even when vegetables show signs of going off

To help households achieve the stable environment fresh food needs, Samsung’s Twin Cooling Plus technology uses two separate air flows and precise temperature control to maintain optimal humidity levels in the fridge. This stops vegetables from drying out, prevents odours mixing, and keeps produce fresher for longer – helping to reduce the very waste so many households are struggling with.

And that confusion isn’t just costing money – it’s sparking conflict at home. A striking 71% of Brits say they have argued with someone over correct storage.

Carrots have emerged as the most divisive item in the storage debate, splitting the nation perfectly down the middle with 50% insisting they belong in the fridge and 50% arguing for the cupboard. Other everyday staples also spark strong disagreement, with several foods showing similarly dramatic fridge versus-cupboard divides:

“As households begin planning their festive meals and the shopping for them, the debate over where to store vegetables feels particularly timely,” continues Sebastian. “Proper storage can extend the life of vegetables by up to 50%^[1], but most people don’t know how to get it right, ending up wasting an equivalent of 37kg^[2] of potatoes every year – that’s over 200 portions^[3].”

The research also reveals that many people aren’t using their fridges to their full potential. Over one in four (26%) never adjust their fridge temperature at all, and almost half (42%) don’t use any of the specific settings designed to keep different items fresher for longer.

It’s no wonder 62% of Brits say they’d like a fridge that automatically tells them where to store their food. Confusion over the right way to store food is having a real impact on what ends up in the bin – often long before food should spoil. Everyday staples are taking the biggest hit, with vegetables like salad leaves, carrots and cucumbers forming the top three items most likely to be wasted.

THE UK’S TOP 10 MOST WASTED FOODS:

1. Lettuce / salad leaves
2. Carrots
3. Cucumbers
4. Tomatoes
5. Broccoli
6. Potatoes
7. Onions
8. Avocados
9. Peppers
10. Spinach

To help households reduce waste and minimise the cost of spoiled food, Samsung is highlighting the science behind food freshness.

Sebastian adds: “We want to help consumers take the guesswork out of refrigeration, so they can feel confident they’ve got the perfect environment for storing fresh food. Incorrect moisture levels are often the reason vegetables spoil prematurely, which is where features like Humidity Fresh+ can help. It automatically adjusts the moisture in the fridge by opening or closing a vent, keeping humidity at optimal levels for fresh produce, meaning families can save money, reduce waste and feel more confident in their kitchens.”

Formula for fresher food, for longer

1. Know your zones:
   Different areas of the fridge naturally run at different temperatures. The top and middle shelves are best for everyday items like cooked food, dairy and drinks, while the bottom shelf is the coldest, making it ideal for raw meat and fish. The door is the warmest spot, suited to condiments rather than fresh produce.

1. Humidity control matters:
   Green vegetables last longer in higher humidity, whilst root vegetables prefer dryer conditions. Keeping them in the crisper drawer helps maintain the right moisture levels – closing the vent for leafy greens and opening it slightly for produce that prefers drier conditions. Samsung’s Humidity Fresh+ drawer, available in all classic fridge and freezers, adjusts this automatically, removing the guesswork.

1. Don’t overpack:
   A fridge needs space for cool air to circulate. When it’s too full, warm patches develop and food spoils faster. Aim to keep your fridge no more than two-thirds full to maintain consistent cooling throughout.

1. Let technology guide you:
   Smart features can offer reminders, show the ideal place to store different foods and help maintain optimal temperatures. Samsung’s connected fridge technology is designed to make storage simpler, reduce waste and extend the life of fresh ingredients.

* £88 = average amount that is self-reported to be wasted on thrown away vegetables per household, per year based on research question asked ‘Approximately how much would you estimate you throw away in spoiled vegetables each month?’

[1] Modelling the impact of shelf‑life extension on fresh produce waste in UK homes, March 2025: https://www.sciencedirect.com/science/article/pii/S2772912525000089?via%3Dihub

[2] £88 (Average amount that is self-reported to be wasted on thrown away vegetables per household, per year) / £2.32 (average UK retail cost of potatoes per kg) equals ~38kg (37.93) kg of potatoes per household. https://www.soilassociation.org/farmers-growers/market-information/price-data/horticultural-produce-price-data/

[3] Based on 37kgs of potatoes, one side portion is 150 g (0.15 kg):   n = 37/0.15 ≈ 246 portions

“By offering a wide array of refrigerator options across type and also screen sizes, we are expanding choices to meet diverse household requirements,” says Jeong Seung Moon, EVP and Head of the R&D Team for Digital Appliances Business at Samsung Electronics. “Consumers can enjoy greater flexibility in choosing fridge designs while benefiting from the AI-powered smart home experience Samsung provides.”

A Smarter Way To Manage Food, Home, Family Communication and Entertainment

Samsung’s new refrigerators incorporate the intuitive 9” AI Home screen and 21.5” Family Hub screens, which are designed to enhance four key areas of daily life: Food, Home, Family Communication and Entertainment. The first category, food, is powered by the upgraded AI Vision Inside, which adds four more food items to the list it can recognise, now totaling 37. Based on the improved food list, the screen will provide tailored recipe recommendations and meal planning^[3] ,making home cooking more seamless and personalised.

Beyond food, the screens also enhance smart home connectivity. The latest advancements provide deeper integration into the smart home ecosystem, making the refrigerator a central hub capable of controlling connected appliances throughout the entire home. With the integration of Map View, users can monitor and control Samsung appliances and even third-party smart home devices^[4] like lights and smart plugs. There’s also SmartThings Energy ^[5], which helps users track and optimise their energy consumption, facilitating greater efficiency in everyday life. The intuitive display provides users with access to a great deal of information about their home, with users also being able to issue voice commands through Bixby ^[6]

The new Daily Board feature keeps everyone informed and connected. Placed at the heart of the home, the refrigerator screen delivers real-time updates throughout the day — whether it’s the morning weather and schedule before heading to work, or daily energy consumption reports in the evening. Users can also easily access their schedules through voice commands and receive tailored responses. By recognising each family member’s voice and replying accordingly, Bixby will serve as both a helpful assistant for the entire household and for each person individually. Additional family-focused features include a shared gallery for storing precious memories and a calendar to help with daily planning.

Samsung’s latest refrigerators also redefine entertainment in the kitchen, allowing users to stay engaged while cooking or spending time with family. With Spotify integration, users can listen to their favorite music or podcasts directly from their fridge ^[7]. SmartView Mirroring enables seamless screen sharing from smartphones or Samsung TVs, and the dedicated gallery feature lets families display their favourite photos, adding a personal touch to the kitchen.

The Next Generation of Refrigeration

The 4-Door Refrigerator is designed to meet the needs of modern households with its innovative features. The 9” AI Home applied on select models allows the refrigerator to integrate seamlessly with the smart home ecosystem. Models that incorporate Hybrid Cooling technology ^[8] keep produce fresh even longer by utilising a peltier module that is compact in size for cooling. By utilising the conventional compressor and the Peltier module together, AI Hybrid Cooling is capable of providing additional cooling whenever necessary, such as when the internal temperature increases or when AI predicts a potential rise based on learned usage patterns ^[9]. When users put in a large amount of groceries after shopping, or open the door multiple times in the summer, the Peltier module will assist the compressor to maintain a consistent internal temperature.

The 4-Door Refrigerator also comes in Kitchen Fit design, allowing agile installation that requires only a tiny gap of just 4mm from the sides and 20mm from the top. Also, the refrigerator’s doors have been enhanced with SpaceMax insulation technology. Thin walls mean more space for food storage on the inside, while the outside size stays the same. Users can also enjoy convenience with the wide opening door that opens more than 90 degrees, and the food showcase to store frequently used items.

The 4-Door French Door Refrigerator (RF90), launching in the UK in June, is available in various configurations, including a 32” Family Hub and a 9” AI Home. This flexibility allows users to choose the best fit for their kitchen. The Auto Open Door ^[10] feature ensures hassle-free accessibility with just a gentle tap, making it accessible to everyone in all kinds of situations to effortlessly access the inside of the fridge. It also has a Beverage Center that includes a water dispenser and a 1.4L Auto-Fill Water Pitcher that is dishwasher safe ^[11] and BPA free ^[12]. Apart from ensuring that fresh, filtered water is always available, the pitcher also allows users to infuse their water with fruits and herbs,

The Side-by-Side Refrigerator also offers multiple screen options, including the 21.5” Family Hub and 9” AI Home ^[13]. The model, featuring an Auto Open Door that opens up widely makes it simpler to reach stored items ^[14], is designed for users who prioritise easy access and organisation. Select European models are equipped with Hybrid Cooling technology — as seen in the 4-Door refrigerator — to maintain freshness by preventing temperature fluctuations.

All three types of refrigerators come with the AI Energy Mode feature, allowing users to reduce energy consumption by up to an additional 10% ^[15]. Users can choose to activate the mode always, or when electricity bills are expected to exceed the preset target.

With these latest innovative solutions, Samsung continues to push the boundaries of the connected kitchen, transforming the refrigerator into an intelligent hub that enhances food management, smart home integration and entertainment. By seamlessly blending AI-enabled convenience with energy efficiency, Samsung is redefining how users interact with their appliances and bringing the future of the smart home to life.

Pricing and availability

[1] A Wi-Fi connection and a Samsung account are required to access AI Home, our network-based service, including apps, and other smart features available through your refrigerator.

[2] As of March 2025, AI Vision Inside can recognize 37 food items. If the food is not recognisable, it may be listed as unknown item. AI Vision Inside cannot identify or list any food items in the fridge door bins or freezer. It recognises food items based on deep learning models, which may be updated periodically to improve accuracy.

[3] Requires login to the Samsung account. The recommendations and meal plans may not fit personal preferences in some cases.

[4]A Wi-Fi connection and a Samsung account are required. Third-party devices must by SmartThings compatible

[5] Available on Android and iOS devices. All devices should be connected to Wi-Fi or other wireless network, and registered with a single Samsung Account. The energy usage and estimated cost shown in SmartThings Energy may differ from your actual usage and cost. Availability may vary by country, region, service provider, network environment, or device, and may change without notice.

[6] Bixby is Samsung’s brand of Internet of Things (IoT) voice assistant. Its service availability may vary depending on the country, language, and dialect.

[7]Requires Spotify account

[8] Available on select models of the 4-Door refrigerator in 2025.

[9] The Peltier element is a semiconductor-based component that cools using just electricity, without refrigerant. It operates when either the temperature in the refrigerator rises above the normal range or AI predicts that the temperature will rise in 5 minutes due to a long period of food storage or cleaning, based on an analysis of the user’s refrigerator opening and closing pattern.

[10] An automatic closing function is not available. The actual angle that the doors open may vary due to the installation circumstances and usage conditions, like storing heavy items in the door. The user may need to adjust how the refrigerator is installed if the doors don’t open properly. The touch sensors can be turned on/off from the display or SmartThings app and the default setting is ‘Off’. The Auto Open Door function may be activated inadvertently by contact with any body part or by a child or pet.

[11]Tested for 125 cycles in accordance with the “Mechanical dishwashing resistance of utensils” test method (BS EN 12875-1:2005) and certified as dishwasher safe by SGS

[12] Bisphenol A (BPA) is found in polycarbonate plastics and epoxy resins, which are often used in food and beverage containers, and has been linked with possible adverse health effects.

[13] Available in Europe, Southeast Asia, China, the Middle East, Africa and the Commonwealth of Independent States (CIS)

[14]You can select the door opening level using the SmartThings App (SmartThings is available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required). The ‘Wide-open’ option automatically opens the door by an angle of 80 degrees or more, but the door does not close automatically. The ‘Semi-open’ option reduces the force required to open the door, and automatically closes the door after a certain period of time if the door is left open. The actual angle that the doors open may vary due to the installation circumstances and usage conditions, like storing heavy items in the door.

[15]The test results are based on a comparison of the factory setting temperature when using AI Energy mode and without using AI Energy mode. Results may vary depending on the usage conditions and patterns. AI Energy Mode can be activated in SmartThings Energy, which is available on Android and iOS devices. SmartThings Energy requires Wi-Fi connection and a Samsung account.

LONDON, U.K. – Dec. 19, 2024 – Samsung Electronics Co., Ltd. today announced it will unveil the new refrigerators with AI Hybrid Cooling technology at CES® 2025, which will be ready to expand into global markets this year. These new refrigerators introduce AI Hybrid Cooling technology, which combines artificial intelligence with innovative cooling methods to meet the diverse needs of modern households.

“Since refrigerators run 24/7, we placed a strong emphasis on developing a cooling system that meaningfully enhances energy efficiency for users,” said Jeong Seung Moon, EVP and Head of the R&D Team for Digital Appliances Business at Samsung Electronics. “With the global unveiling of the AI Hybrid Cooling technology, we are showcasing our commitment to technological innovation in home appliances. We will continue to introduce home appliances that incorporate innovative technologies to make consumers’ daily lives more convenient.“

Optimise Energy Use Through Adaptive Hybrid Cooling

The AI Hybrid Cooling technology combines a highly efficient compressor with a Peltier module,^[1] which is a semiconductor device that achieves cooling by harnessing the temperature change arising from the flow of electric current. The introduction of the Peltier module enables the refrigerator to function like a hybrid car, by using two power sources together only when needed to efficiently cool the inside of the fridge.

For instance, when significant cooling demand is detected or anticipated — like when many items are added at once after grocery shopping, or when storing hot food or if it’s the hot summer season — the refrigerator activates the Peltier module alongside the compressor. In normal use, however, it relies solely on the compressor to ensure optimal efficiency. During the process, the AI algorithm detects the current status of the refrigerator and predicts temperature changes inside the fridge to properly adjust the cooling mode.

The high-efficiency AI Inverter Compressor^[2] also contributes to the efficient use of energy, thanks to an enhanced design that increases the radius of its rotating components. With 4.1 times greater inertia compared to Samsung’s conventional F3 compressor,^[3] it operates longer while using less energy.^[4] Leveraging an AI algorithm, the compressor dynamically optimises its speed.^[5].

As a result of continued efforts, Samsung plans to introduce a model that can be recognised as the Most Efficient^[6] of ENERGY STAR in 2025 to the market.

Extend Freshness With Precise Temperature Control

The AI Hybrid Cooling technology enhances freshness for perishable foods with Hybrid Precise Cooling, which reduces internal temperature fluctuations in the fridge when activated — even during the device’s automatic defrost cycles. Since it leverages residual heat from its Peltier module during the defrosting process, it reduces the chance of excessive temperature fluctuations that can compromise food quality. As a result, the food ingredients can be kept fresher and longer. Tests show that when the Hybrid Precise Cooling is turned on,^[7] fresh foods such as pork and salmon can last by up to 1.4 times and 1.2 times respectively,^[8] compared to when it is turned off.

Secure More Storage and Everyday Convenience

The refrigerators featuring AI Hybrid Cooling technology redefine space efficiency with an impressive 900-litre capacity,^[9] offering enhanced usability while maintaining the same external dimensions. By replacing traditional heating elements with a Peltier module, it better utilises interior space, resulting in a 25-litre increase in internal capacity. This allows for 60mm deeper shelves^[10] and a 13.8%^[11] larger loadable area, accommodating up to 240 beverage cans^[12] — 24 more than conventional models.

A Step Forward for Home Refrigeration

The refrigerators with AI Hybrid Cooling technology exemplifies Samsung’s dedication to combining intelligent technology, energy efficiency and user-centric design. Making its debut at CES 2025, this innovative appliance is poised to redefine modern home living and lead the way into a new era of AI-applied home solutions.

[1] The Peltier module operates under one of the following conditions:

– When the temperature in the fridge rises above the normal range.

– When AI analyzes the user’s refrigerator usage patterns, predicts the temperature after a certain period, and detects situations like large-scale stocking or cleaning.

[2] AI inverter compressor requires a Wi-Fi connection and a Samsung account and operation of AI Energy Mode through the SmartThings app available on Android and iOS devices.

[3] Based on internal testing compared to conventional F3 Samsung compressors.

[4] The applicable models and energy saving rate based on AI algorithm varies up to the model and the region.

[5] AI Energy Mode must be turned on in the SmartThings App available on Android and iOS devices. A Wi-Fi connection and a Samsung account are required.

[6] Model code: RM80F23VM***

[7] It may increase the amount of energy use.

[8] Based on the testing by Food Analysis Research Center of Suwon Women’s University. Effects may vary depending on refrigerator operating conditions, as well as the type, condition, size, and storage method of the food.

[9] The capacity and other figures differ according to the model codes. The following figures are based on model RM70F91**.

[10] Deeper shelves apply only to the upper and middle shelves of the refrigerator compartment.

[11] Comparison made with Samsung refrigerator RF85C90N1AP.

[12] Based on a 355 ml canned beverage measuring 66 x 122 mm (diameter x height).